The Commercialization of Child: A Sociocultural Study of Kidfluencers on TikTok

¹ Communication Studies, Faculty of Social Sciences and Politics, 55183 Universitas Muhammadiyah Yogyakarta, Indonesia
² International Program of Islamic Communication, Faculty of Islamic Studies, 55813 Universitas Muhammadiyah Yogyakarta, Indonesia

^* Corresponding Author: filosa@umy.ac.id

Abstract

In the current digital era, media has become the primary platform where various types of content are presented and consumed by users from diverse backgrounds, including children. A prominent phenomenon is the emergence of kidfluencers on social media, particularly TikTok. These are children who wield significant influence over the consumption preferences and behaviors of their followers on social media. This research aims to explore the commercialization of child identity through the lens of kidfluencers, focusing on the sociocultural dynamics that shape this phenomenon. Using a qualitative approach, data was collected through in-depth interviews with influencers, parents of kidfluencers, and social media specialists. The results reveal that sociocultural aspects, including language and communication styles, identity, social structure, culture, and values, play a crucial role in the commercialization process. The study highlights how kidfluencers and their parents navigate the market’s demands while maintaining their cultural and social values. The commercialization stage often involves creating genuine content, reflecting the kidfluencers preferences and aligning with brand demands. The findings provide a nuanced understanding of the interplay between sociocultural factors and the commercial activities of kidfluencers on TikTok